The Buried Life

MTV’s documentary series asks the question “What do you want to do before you die?” following four 20 somethings on their journey to mark items off their list while helping strangers mark goals off theirs. Included in the campaign is a series of posters and billboards, a midtown stunt, and another at Herald Square Park. The street level digital ad was placed on fifth avenue in Midtown NYC. Mirroring the intention of the show, the unique storefront included three areas to submit your goal to achieve, an oversized scrolling list of all wishes and an area to select a clip from the show to preview. The campaign was a huge success as it increased viewer awareness of the series premier and recorded a high number of engagements within the first day of launch. The park stunt was on a more personal level, allowing people to write in their own goals.